Scar mood monitor_dec2013

1.
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2.
Introduction
has experienced tough economic times of
late. However, in the past few months a breath of fresh air seems to have blown into the country. The
instability caused by an impending election has passed, and Australians are ready to see change with a new
Government in place (whether they like that government or not!).
This fresh start, and possibly other factors, appears to have put Australians in a better mood than they were
in June 2013. In fact, 45% of Australians are in a positive mood (with a further 13% neutral).
So what exactly has contributed to this better mood and what are Australians still concerned about?
just seems to be
getting better and
better at the
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3.
A word on segmentation in this report
This report has been segmented into various stages of life that may impact significantly on how the world is
perceived and the economic pressures felt.
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4.
Australians are happier now than they were in June 2013
Overall people seem to be in a more
positive mood now than what they
were in June this year. Whilst this may
be attributed to the stability instilled by
a new federal government and people
looking forward to the Summer
holidays, the fact remains that people
are more positive than they were four
months ago.
Empty Nesters are the most positive
segment. This group seems to be
comfortable financial position, their
family life is good and they believe the
future holds bright things.
So what sort of words did people
use to describe their mood?
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When you think about your mood generally about your life, lifestyle, country, economy etc, what ONE WORD
June n=4066 October n=1128

5.
Australians are happy and content
We asked Australians how they felt about their current life, lifestyle, country and economy and these are
Overall, Australians are feeling positive in particular content, happy and good.
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When you think about your mood generally about your life, lifestyle, country, economy etc, what ONE WORD would you use
n=1128

6.
Australians are a positive bunch
Family, job and health are the top 3 things making
Australians happy right now.
Family really does seem to come first for Australians
with 1 in 4 respondents saying family played a part in
their happiness.
have thought their job would make Australians
happy but apparently it does. While many Aussies
are just happy to have a job at the moment, for plenty
of others, having a good job was an important factor in
their happiness.
We might be one of the most obese countries in the
world but apparently our health is making us happy
right now.
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Thinking about your life overall, including your family, lifestyle, country, economy etc, what ONE WORD would you use to
best describe your MOOD right now? Why? n=93

7.
future looks good
are very lucky. We have our health, secure
employment, time for leisure and family and have
no financial stress
everything in my life at the
moment is going well
my family is healthy and
happy, I have a job I love, I think the
country is still the lucky country and the
economy is tight but you can still live
just seems to be getting
better and better at the
family are all well, my lifestyle is
comfortable, our economy will improve
under the new government and then the
cost of living should settle
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When you think about your mood generally about your life, lifestyle, country, economy etc, what ONE WORD would you use
n=1128

8.
Happy & Content are common moods
Overall, Australians appear to be feeling happy and content. They do feel a bit tired and stressed but
possibly an indication of their less-­pressured way of life.
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best describe your MOOD right
Thinking about your life overall, including your family, lifestyle, country, economy etc, what ONE WORD would you use to
Free as a Bird N=249 Family Flock n=287 Empty Nesters n=141

9.
All segments are happy and content
Positive and optimistic also start to creep in.
So how do people feel the MOST right now?
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moment
just so we can narrow it down a little, from the following list, which word or words best describes your mood at the
Free as a Bird N=249 Family Flock n=288 Empty Nesters n=141

10.
People are mostly happy but there is an underlying feeling of frustration
and concern
Overall people are positive, with 61% of people selecting positive
moment. Content was the most common response, with more than
most at the moment.
Additionally, 1 in 5 people are feeling happy at the moment.
there still remained an underlying feeling of frustration and concern.
So what might be causing people to feel frustrated and
concerned at the moment?
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Source : SCAR Consumer Sentiment Study, October 2013,

11.
Crime & violence is the top concern for Australians.
Our previous Mood Monitor saw
energy availability & affordability as
the top concern for Australians.
However, four months on, and crime
and violence has now taken top
spot. This is most likely a reflection
OCTOBER
JUNE
some states and the resulting heavy
media coverage.
Energy prices are certainly still a
concern for Australians, with almost
1 in 3 people listing this as a
concern.
Are different lifestages affected
by different concerns?
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Source : SCAR Consumer Sentiment Study, October
Worried n=1131

12.
Crime & violence is a worry across the lifestages but Family Flocks are still
hard hit by energy prices
Whilst crime & violence are a concern across each lifestage, it appears that Family Flocks are still feeling the
pinch when it comes to energy availability and affordability. Education and illegal immigration are also on
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Very worried n=1131 Free as a Bird N=249 Family Flock n=288 Empty
Nesters n=141

13.
Australians are still concerned about grocery prices
The June Mood Monitor report saw 93% of respondents saying
that they had been impacted by rising grocery prices 68% of
them majorly or moderately.
The October study showed that the impact may be lessening
slightly. 93% of people still said they had been impacted but
65% said that it was majorly or moderately.
Families also went from 78% being majorly or moderately
impacted in June, to 73% in October.
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Source : SCAR Consumer Sentiment Study, June 2013, & October 2013
Flock n=1386 Empty Nesters n=500 / n=1131 Free as a Bird N=249 Family Flock n=288 Empty Nesters n=141

14.
So what does this mean?
As the media is constantly reporting, most nations are experiencing economic downturns to some degree
and Australia is no different although we have fared much better than many. Post election, it appears that
Australians are in a much better mood than they were in June 2013. Overall, they are feeling positive. They
are happy and content with just an underlying frustration and concern.
With this happier mood may well come an increase in spending in the next few months. In fact, Australians
are expected to spend in excess of $28billion in December alone a rise of 2.2% from last year. Christmas
and holiday spending will largely contribute to this but there remains opportunity for advertisers to get their
slice of the spend.
Only time will tell but it might just
be a very merry Christmas for
Australians in 2013!
political uncertainty, and the post-­financial crisis
nervousness has dissipated, leaving Australians
more confident about their economic
Karen Dobie Ibisworld Australia, General Manager
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The winners this Christmas season: Online sales, video games and eating
IBISWorld Australia, 25 November 2013

16.
Study Methodology
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The survey was conducted by Southern Cross Austereo using its online
panel nationally.
The panel is obtained from our radio networks database under the
Network. All members of these databases would be considered listeners
to these stations.
The database contains about 217,000 members.
The is split between the Today VIP database and the Triple M database.
Members of the Today VIP Database were asked to take part in the
study.
Consumer Sentiment Study October 2013
All members of this community were invited to complete the survey, and
631 did so. Additionally, 500 external respondents were recruited to
complete the survey. Members of this database have no knowledge of
Southern Cross
to either network.
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of response
OR brands/words that first came to mind.
A keyword search was used to sort and rank the responses to these
questions.
The results are an un-­weighted sample, but are reflective of the
Southern Cross Austereo audience. SCA brands reach approximately
40% of the 10+ population and approximately 46% of the 25-­54
population in the five metropolitan markets in Australia, suggesting it
would be reasonable to consider these results to be a fair if not fully
balanced representation of the opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be
general and likely to be a good early indication of brand leaders, trend
setters and early adopters in general.
These research surveys conducted by Austereo are done so to provide
a general understanding of the opinions, interests and attitudes of the
metropolitan marketplaces only.